April 19, 2016

A poster ad for Paddy Power seen in January 2016 in Liverpool, contained an image of a wheelchair with “Liverpool FC” on its back, accompanied by the text “You’ll Never Walk Alone” and “(Or ever again if you play for Klopp)”.

Following complaints that the ad would cause widespread offence, the ASA considered that many of the consumers who saw the ad were likely to have some understanding of the context.  In any case, while it acknowledged that particular care must be taken to avoid causing offence on the grounds of disability, the ASA considered the reference to not being able to walk was clearly and immediately connected to “playing for Klopp”.  The ASA also considered that the text on the wheelchair further clarified that Liverpool players and their current injuries, rather than those with a disability, were the target of the humour.

The ASA considered that although the ad might be seen as distasteful by some, it was unlikely to cause serious or widespread offence and was not in breach of CAP Code rule 4.1 (Harm and offence).  To read ASA Ruling on Paddy Power plc (13 April 2016), click here.